Is it worth having a CRM?

Is it worth the time, trouble and expense of having and using a CRM (Customer Relationship Management) system?

The answer is that, yes, it is.

In my experience, it is a challenge to keep track of details and information when you are marketing and selling, as the information escalates exponentially. You end up with lists or a spreadsheet full of dozens, hundreds or even thousands of people.

If you are busy and the sales leads are coming in, you need to keep track of current sales opportunities. At the same time, it is important not to ignore dormant customers and your future sales pipeline.

For example, you may ask yourself: Who else is involved in making this decision? What did they tell me six months ago? Are they on LinkedIn? Is there a direct dial telephone number for this person?

The best CRM for your enterprise is the one that you actually use.

All too often, the software can be difficult to setup and too complicated to use on a day to day basis.

Have it open at all times. Record details as you receive them*.

In an interconnected age, choose a CRM that integrates with other software applications that you use.

For example, Capsule CRM integrates properly with MailChimp and Gmail.

Once I have sent a proposal by Gmail, with one click I can add that person into Capsule. When I look at their profile in Capsule, it shows me the email and the PDF proposal – which I can open with one click. I can then add this opportunity to my sales pipeline, which means that I won’t forget about it.

The benefits of having a CRM system

Capsule CRM training

* Please bear the GDPR legislation in mind when you record and store data.

The life of a salesperson

Salesperson: “Hello, would you be interested in…..”

Customers: “No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No.”

“No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No.”

“No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No. No.”

A customer: “Go on, then. Yes.”

Salesperson falls flat on their back.

Being a sales person is tough. I know, as I was trained to sell by Rank Xerox. They then threw me out on the streets of central London. “Buzz the buzzer. Say you are from Rank Xerox. Get inside. Ask for a compliments slip. Get out. Rinse and repeat,” they told me. We would then call the numbers on the compliments slips, asking for the name of the person who managed their office equipment. We would try to get an appointment……they generally said…..”

I always thought that there had to be a better way. I discovered the answer was marketing, in all of its many disguises. Three years as copywriter followed by 30 years as an independent marketing consultant, trainer and speaker and, believe me, I am still learning.

Today, I prefer ‘conversations’ to ‘sales leads’. The latter are hard work – as they often come from total strangers who find me via online search. So I feel that I am back to selling again. I much prefer to talk to people who know my brand and what I stand for.

How about you: are you a sales person or a marketer or both? Do you prefer sales leads or conversations?

How to get more sales leads

Do you need more customers? If that’s a “Yes”, then you need to learn how to get more sales leads.  Here is a quick checklist:

STRATEGY
*  Begin by working on your marketing plan (if you fail to plan, you plan to fail).
*  Add value to your products / services. Keep adding value.
*  Set sales targets and figure out your conversion rate (i.e. “we close 1 sale for each 4 enquiries). This will give you a good idea of the number of sales leads you need.
*  Increase your promotional mix (i.e. the different ways in which you ‘get the word out’ about your business).
*  Spend more time on marketing (including working on your marketing plan, website etc).
*  Add contacts to your CRM (Customer Relationship Management system), every day.
*  Join The Marketing Compass and learn more about sales, marketing and attracting more customers.

POSITIONING
*  Don’t just talk about being helpful. Be helpful. Don’t just tell us how great you are – demonstrate it by sharing your knowledge in helpful and useful ways, i.e. via the internet and at events. Here is a list of our marekting events: www.marketingcompass.co.uk/events/
*  Stop pushing so hard. Whatever you push against in life, pushes back against you.

BUILD RELATIONSHIPS
*  You will win more business from people with whom you have a prior business relationship. Whether they are existing customers, networking contacts or newsletter subscribers – relationships count.

WEBSITE
*  Have a professional looking website, based on a Google friendly CMS (Content Management System) such as WordPress. Make it easy for visitors to engage with you, via your site. (Discover how to build your own WordPress website in a day here).

SOCIAL MEDIA
*  Login to your favourite social media platforms every day. Don’t just be a ‘broadcaster’ – be a conversationalist.
*  See how I go about this, by following me on Twitter:  http://twitter.com/nigeltemple

REFERRALS
*  Always ask for referrals. (I know that this can be hard, due to fear of rejection – however – you must do this).
*  If you want more referrals, give more referrals. (By the way – this works for anything. If you want more love – give more love).

RESPONSIVENESS
*  Always respond quickly to sales leads in a friendly, professional manner. This is a message, in its own right. Even if they don’t buy from you this time, they’ll remember you.

FEEDBACK
*  Have someone to report to, with regards to sales leads / sales.  Talk everything through with them once a week. This works, even if it is your mother and she doesn’t say much, whilst you are talking; well, OK, you get my drift, don’t you?)

You are welcome to contact me, if you would like to discuss your sales and marketing strategy.

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Nigel Temple is a marketing / internet marketing consultant, author, speaker and trainer. He shows business owners, professionals and teams how to get better results from 21st century marketing – including online brand awareness, improved search engine rankings, social media effectiveness, website traffic and sales enquiries / sales.

Nigel has taught internet marketing since 2000. He served as a Faculty Member and Course Director at CIM (the Chartered Institute of Marketing) for 12 years. He led over 500 Business Link workshops, focusing on website effectiveness, SEO and social media. Today, he delivers internet marketing events for The Marketing Compass which provides impartial marketing advice for business owners.

To find out more about Nigel’s services email joanna@nigeltemple.com or call Joanna on +44 (0)1628 773128.

He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.

Nigel is the founder of The Marketing Compass – join thousands of business owners, tell us about your business and ask some marketing questions!